Gone are the days of stuffing keywords and hoping for the best. In 2025, Google wants proof that your content is written by someone who’s actually done the thing they’re talking about.
That means first-hand experience, real case studies, and proof are what help your content rank — and win trust from readers.
Why First-Hand Experience Matters
– Google’s EEAT approach (Experience, Expertise, Authority, Trust) puts experience front and centre.
– Reviews, photos, and examples show you’re not just rewriting someone else’s blog.
– People connect with real stories more than generic tips.
👉 Think “we tried this, here’s what happened” instead of “5 tips you could maybe try”.
Using Case Studies to Rank
– Show before-and-after results (traffic growth, conversion rate increases, revenue lifts).
– Use numbers that matter to readers (percentages and outcomes, not vanity metrics).
– Structure clearly: Challenge → Action → Result.
Case studies double up as sales assets too — so they work hard in two places.
Adding Proof to Your Content
– Screenshots: analytics dashboards, rankings, reviews.
– Quotes: client testimonials or expert commentary.
– Media: short videos or images of work in progress.
Proof makes your blog harder to copy and harder to ignore.
Quick Wins (You Can Do This Week)
– Add a screenshot of Google Analytics to an existing blog.
– Publish one short customer success story.
– Swap a stock image for a real photo of your team or work.
Frequently asked questions
Not always. If you can’t name the client, anonymised data (e.g. “a Glasgow-based dentist”) still works.
Google can’t fact-check every screenshot, but fake or thin examples are easy for users to spot — and they’ll bounce quickly.
Share enough to build trust, not sensitive details. Show outcomes, hide private bits.
What's Next?
Want content that not only ranks but convinces? We’ll help you create blogs, case studies, and proof-led assets that show customers why you’re the right choice.